JECOM
Vol. 4 No. 2 (2025): Journal of Event and Convention Management

Faktor Faktor Yang Mempengaruhi Keputusan Konsumen Menggunakan Jasa Glow Wedding & Event Planner

Widiani, Komang Dewik Astiti (Unknown)
Kusumarini, Indah (Unknown)
Wirata, I Nengah (Unknown)

Article Info

Publish Date
05 Dec 2025

Abstract

This study aims to analyze the factors that influence consumer decisions in using the services of Glow Wedding & Event Planner in Bali. The study used a quantitative approach with a survey method through a questionnaire distributed to 98 respondents who had used the company's services. The variables studied included price, promotion, product, and service, with purchasing decisions as the dependent variable. Data analysis techniques used included validity tests, reliability tests, and factor analysis (Confirmatory Factor Analysis/CFA). The results of the study showed that the four independent variables influenced consumer decisions, with the product as the most dominant factor influencing consumer decisions. The promotion factor was the lowest factor in influencing consumer decisions to use the services of Glow Wedding & Event Planner.

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Journal Info
JECOM
Website

Abbrev

jecom

Publisher

Politeknik Pariwisata Bali

Subject

Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

Description

Journal of Event and Convention Management (JECOM)) is a peer-reviewed journal published by the Center for Research and Community Service in Colaboration with Convention and Event Program of Politeknik Pariwisata Bali (Bali Tourism Polytechnic). This journal is dedicated to the dissemination of ...